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Household Cleaning Equipment - UK - July 2011

While many products in the market are treated as commodity items and purchased mainly on the basis of lowest price or special offers, a number of performance factors are also important. These include speed and ease of use, versatility, durability and cleaning effectiveness, all of which will be important in shaping new product development in the years ahead.

The report examines the retail market for household cleaning equipment, including the following product categories:

  • cleaning cloths, sponges and wipes
  • scouring products
  • gloves, including household, disposable and tough gloves
  • dusters, including duster cloths, fluffy and feather dusters
  • dish brushes
  • floor cleaning, including mops, refills, buckets/wringers, brooms, scrubbing brushes, and dustpan and brushes.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast UK retail sales of household cleaning equipment, 2006-16
            • Steady growth in value sales of cleaning equipment
              • Scouring products and gloves lead market growth
                • Dip in sales of cloths, sponges and wipes
                  • Market factors
                    • More households provide the biggest boost to demand
                      • Free time at home generates cleaning
                        • Regularity of cleaning drives replacement
                          • Ageing population facing physical challenge
                            • Figure 2: Forecast adult population trends, by lifestage, 2006-16
                          • Companies, brands and innovation
                            • Relatively fragmented marketplace
                              • Private-label NPD push at start of 2011
                                • Limited advertising support
                                  • The consumer
                                    • Wide range of cloths and scouring products used
                                      • Figure 3: Usage of cleaning cloths and scouring products, May 2011
                                    • Two thirds of homes use rubber gloves
                                      • Figure 4: Usage of other cleaning equipment, May 2011
                                    • Price and special offers biggest influence on choice
                                        • Figure 5: Factors influencing choice of household cleaning equipment, May 2011
                                      • Budget own-brands a popular choice
                                          • Figure 6: Consumer buying behaviour when buying household cleaning equipment, May 2011
                                        • Frequent replacement cycle for cleaning cloths
                                          • Figure 7: Cleaning behaviour and attitudes towards cleaning the home and household cleaning equipment, May 2011
                                        • What we think
                                        • Issues in the Market

                                            • How much does price influence purchases of cleaning equipment?
                                              • What is the balance between brands and own-brands in the market?
                                                • To what extent do consumers care about performance?
                                                  • How will changing demographics impact on the market?
                                                    • Does disposability help to drive regular replacement?
                                                    • Future Opportunities

                                                        • Trend: Retired for Hire
                                                          • Trend: Prepare for the Worst
                                                          • Internal Market Environment

                                                            • Key points
                                                              • Growth in hard flooring a boost to floor cleaning
                                                                • Figure 8: Trends in ownership of carpets, wooden floors and other floorcoverings/tiles, 2006-10
                                                              • Cooking and entertaining generates more cleaning
                                                                • Figure 9: Trends in attitudes towards cooking and spending time at home, 2006-10
                                                              • Household chores mean need for cleaning equipment
                                                                • Figure 10: Amount of time spent on household chores on average weekday, 2006-10
                                                              • Weekly cleaning most likely for a number of jobs
                                                                • Figure 11: Frequency of undertaking various cleaning tasks in the home, November 2010
                                                              • Strong desire for a clean home
                                                                • Figure 12: Attitudes towards the home and household cleaning, 2006-10
                                                              • Low price increasingly important to consumers
                                                                • Figure 13: Attitudes towards price and buying well-known brands, 2006-10
                                                            • Broader Market Environment

                                                              • Key points
                                                                • More households will help to increase demand
                                                                  • Figure 14: UK households, by size, 2006-16
                                                                • Fewer rooms to clean in new homes
                                                                  • Figure 15: Trends in number of rooms in home, 2006-10
                                                                • Ageing population in need of help with cleaning
                                                                  • Figure 16: Trends in the age structure of the UK population, 2006-16
                                                                  • Figure 17: Forecast adult population trends, by lifestage, 2006-16
                                                                • Consumer caution dominating thinking
                                                                  • Figure 18: GDP quarterly percentage change, Q1 2004-Q1 2011
                                                              • Strengths and Weaknesses in the Market

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Recent push in own-label activity
                                                                        • Figure 19: New product launches in UK household cleaning products*, % share by own-label and branded, January 2008-June 2011
                                                                      • Mixture of brands and own-label top new launches
                                                                        • Figure 20: New product launches in UK household cleaning products*, % share by company, January 2008-June 2011
                                                                      • Economy and ease of use top 2011 claims
                                                                        • Figure 21: New product launches in UK household cleaning products*, % share by claim, January 2008-June 2011
                                                                      • Majority of launches new products
                                                                        • Figure 22: New product launches in UK household cleaning products*, % share by launch type, January 2008-June 2011
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Cleaning equipment puts in strong performance
                                                                          • Figure 23: Comparison of sales of household cleaning equipment with other household markets, 2007-10
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Cleaning equipment shows solid sales growth
                                                                            • Figure 24: UK retail value sales and forecast of household cleaning equipment, 2006-16
                                                                          • The future
                                                                            • Figure 25: UK best- and worst-case forecast sales of household cleaning equipment, 2006-16
                                                                          • Forecast methodology
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Scouring products and gloves lead market growth
                                                                                • Figure 26: UK retail value sales of household cleaning equipment, by sector, 2009-11
                                                                                • Figure 27: Breakdown of UK retail value sales of household cleaning equipment, by segment, 2011
                                                                            • Companies and Products

                                                                              • Spontex
                                                                                  • Figure 28: New product developments by Mapa Spontex UK Ltd, April 2009-April 2011
                                                                                • Vileda
                                                                                    • Figure 29: New product developments by Vileda, April 2009-April 2011
                                                                                  • Marigold
                                                                                    • BM Polyco
                                                                                        • Figure 30: New product developments by BM Polyco, April 2009-April 2011
                                                                                      • Brillo
                                                                                        • 3M (Scotch-Brite)
                                                                                            • Figure 31: New product developments by 3M Scotch-Brite, April 2009-April 2011
                                                                                          • Sarah Smith
                                                                                              • Figure 32: New product developments by Sarah Smith, April 2009-April 2011
                                                                                            • EnviroProducts
                                                                                                • Figure 33: New product developments by EnviroProducts (E-Cloth), April 2009-April 2011
                                                                                              • Other companies and brands
                                                                                                • Figure 34: Other companies and brands in household cleaning equipment, 2011
                                                                                            • Brand Research

                                                                                              • Brand map
                                                                                                  • Figure 35: Attitudes towards and usage of household cleaning equipment brands, May 2011
                                                                                                • Brand attitudes
                                                                                                  • Figure 36: Attitudes, by household cleaning equipment brand, May 2011
                                                                                                • Brand personality
                                                                                                  • Figure 37: Household cleaning equipment brand personality – macro image, May 2011
                                                                                                  • Figure 38: Household cleaning equipment brand personality – micro image, May 2011
                                                                                                • Correspondence analysis
                                                                                                  • Brand experience
                                                                                                    • Figure 39: Household cleaning equipment brand usage, May 2011
                                                                                                    • Figure 40: Satisfaction with various household cleaning equipment brands, May 2011
                                                                                                    • Figure 41: Consideration of household cleaning equipment brands, May 2011
                                                                                                    • Figure 42: Consumer perceptions of current household cleaning equipment brand performance, May 2011
                                                                                                    • Figure 43: Household cleaning equipment brand recommendation – Net Promoter Score, May 2011
                                                                                                  • Brand index
                                                                                                    • Figure 44: Household cleaning equipment brand index, May 2011
                                                                                                    • Figure 45: Household cleaning equipment brand index vs. recommendation, May 2011
                                                                                                  • Target group analysis
                                                                                                    • Figure 46: Target groups, May 2011
                                                                                                    • Figure 47: Household cleaning brand usage, by target groups, May 2011
                                                                                                  • Group One – The Conformists
                                                                                                    • Group Two – Simply the Best
                                                                                                      • Group Three – Shelf Stalkers
                                                                                                        • Group Four – Habitual Shoppers
                                                                                                          • Group Five – The Individualists
                                                                                                          • Brand Communication and Promotion

                                                                                                            • Key points
                                                                                                              • Uplift in 2010 total advertising
                                                                                                                • Figure 48: Main media advertising expenditure on household cleaning equipment*, 2007-11
                                                                                                              • Two advertisers dominate spending
                                                                                                                • Figure 49: Main media advertising expenditure on household cleaning equipment, % share by leading advertisers, 2007-10
                                                                                                              • Mops account for majority of spending
                                                                                                                • Figure 50: Main media advertising expenditure on household cleaning equipment, by brand, 2007-10
                                                                                                              • TV the most popular medium used
                                                                                                                • Figure 51: Main media advertising expenditure on household cleaning equipment, % share by media type, 2007-10
                                                                                                            • Channels to Market

                                                                                                              • Key points
                                                                                                                • Grocery multiples dominate distribution
                                                                                                                  • Figure 52: Retail distribution of household cleaning equipment, 2008-10
                                                                                                                • Other retailers have bigger presence in larger items
                                                                                                                  • Expansion in the number of discounters
                                                                                                                  • Consumer Usage and Frequency

                                                                                                                    • Key points
                                                                                                                      • Wide usage of a variety of cleaning cloths
                                                                                                                          • Figure 53: Frequency of using cloths/sponges and scouring products, May 2011
                                                                                                                        • One in five use dustpan and brush on daily basis
                                                                                                                            • Figure 54: Frequency of using other household cleaning equipment, May 2011
                                                                                                                          • More than eight in ten homes own ten or more cleaning items
                                                                                                                              • Figure 55: Number of items of household cleaning equipment used in home, May 2011
                                                                                                                          • Factors Influencing Product Choice

                                                                                                                            • Key points
                                                                                                                              • Price the biggest influence on decision-making
                                                                                                                                • Figure 56: Factors influencing choice of cleaning cloths and scourers/ sponge cleaners, May 2011
                                                                                                                              • Versatility and durability important factors
                                                                                                                                • Quick action on tough dirt and stains required
                                                                                                                                  • Brand and design of limited importance
                                                                                                                                  • Consumer Buying Behaviour

                                                                                                                                    • Key points
                                                                                                                                      • Buying the cheapest product typifies shopping behaviour
                                                                                                                                          • Figure 57: Shopping behaviour for cleaning cloths, scourers/ sponge cleaners and rubber gloves, May 2011
                                                                                                                                        • A third of users willing to pay more for durability
                                                                                                                                          • Well-known brands more important in rubber gloves
                                                                                                                                            • Budget own-brands have a big presence in market
                                                                                                                                              • Discount stores a big feature of shopping
                                                                                                                                              • Attitudes and Cleaning Patterns

                                                                                                                                                • Key points
                                                                                                                                                  • Limited lifespan for cleaning cloths
                                                                                                                                                    • Figure 58: Household cleaning behaviour and attitudes, May 2011
                                                                                                                                                  • Cleaning cloths a big breeding ground for germs
                                                                                                                                                    • Rubber gloves used more for cleaning than washing up
                                                                                                                                                      • Cleaning equipment to help the physically impaired
                                                                                                                                                      • Appendix – Internal Market Environment

                                                                                                                                                          • Figure 59: Ownership of carpets/floorcoverings and other floorcoverings/tiles, by demographics, 2010
                                                                                                                                                          • Figure 60: Agreement with selected lifestyle statements on interests, by demographics, 2010
                                                                                                                                                          • Figure 61: Amount of time spent on an average weekday doing household chores, by demographics, 2010
                                                                                                                                                          • Figure 62: Agreement with selected lifestyle statements on home and cleaning, by demographics, 2010
                                                                                                                                                          • Figure 63: Agreement with selected lifestyle statements on home and cleaning, by demographics, 2010
                                                                                                                                                      • Appendix – Broader Market Environment

                                                                                                                                                          • Figure 64: Single rooms in home, by demographics, 2010
                                                                                                                                                          • Figure 65: Double rooms in home, by demographics, 2010
                                                                                                                                                          • Figure 66: Three or more rooms in home, by demographics, 2010
                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                          • Figure 67: Best case/worst case forecast for UK retail sales of household cleaning equipment, at current prices, 2011-16
                                                                                                                                                      • Appendix – Brand Research

                                                                                                                                                          • Figure 68: Brand usage, May 2011
                                                                                                                                                          • Figure 69: Brand commitment, May 2011
                                                                                                                                                          • Figure 70: Brand momentum, May 2011
                                                                                                                                                          • Figure 71: Brand diversity, May 2011
                                                                                                                                                          • Figure 72: Brand satisfaction, May 2011
                                                                                                                                                          • Figure 73: Brand commitment, May 2011
                                                                                                                                                          • Figure 74: Brand attitude, May 2011
                                                                                                                                                          • Figure 75: Brand image – Macro image, May 2011
                                                                                                                                                          • Figure 76: Brand image – Micro image, May 2011
                                                                                                                                                          • Figure 77: Profile of target groups, by demographics, May 2011
                                                                                                                                                          • Figure 78: Psychographic segmentation, by target groups, May 2011
                                                                                                                                                          • Figure 79: Brand usage, by target groups, May 2011
                                                                                                                                                          • Figure 80: Brand index, May 2011
                                                                                                                                                      • Appendix – Consumer Usage and Frequency

                                                                                                                                                          • Figure 81: Frequency of usage of metal scourers, by demographics, May 2011
                                                                                                                                                          • Figure 82: Frequency of usage of scouring pads, by demographics, May 2011
                                                                                                                                                          • Figure 83: Frequency of usage of sponge scourers, by demographics, May 2011
                                                                                                                                                          • Figure 84: Frequency of usage of soap fill pads, by demographics, May 2011
                                                                                                                                                          • Figure 85: Frequency of usage of cleaning sponge, by demographics, May 2011
                                                                                                                                                          • Figure 86: Frequency of usage of all-purpose cloths, by demographics, May 2011
                                                                                                                                                          • Figure 87: Frequency of usage of sponge cloths, by demographics, May 2011
                                                                                                                                                          • Figure 88: Frequency of usage of dish cloths, by demographics, May 2011
                                                                                                                                                          • Figure 89: Frequency of usage of microfibre cloths, by demographics, May 2011
                                                                                                                                                          • Figure 90: Frequency of usage of general-purpose absorbent cloths, by demographics, May 2011
                                                                                                                                                          • Figure 91: Frequency of usage of rubber gloves, by demographics, May 2011
                                                                                                                                                          • Figure 92: Frequency of usage of dusters, by demographics, May 2011
                                                                                                                                                          • Figure 93: Frequency of usage of dish brushes, by demographics, May 2011
                                                                                                                                                          • Figure 94: Frequency of usage of scrubbing brushes, by demographics, May 2011
                                                                                                                                                          • Figure 95: Frequency of usage of mops, by demographics, May 2011
                                                                                                                                                          • Figure 96: Frequency of usage of mop bucket with wringer, by demographics, May 2011
                                                                                                                                                          • Figure 97: Frequency of usage of bucket, by demographics, May 2011
                                                                                                                                                          • Figure 98: Frequency of usage of dustpan and brush, by demographics, May 2011
                                                                                                                                                          • Figure 99: Frequency of usage of indoor broom, by demographics, May 2011
                                                                                                                                                          • Figure 100: Frequency of usage of outdoor broom, by demographics, May 2011
                                                                                                                                                          • Figure 101: Repertoire of usage of household cleaning equipment, by demographics, May 2011
                                                                                                                                                          • Figure 102: Frequency of usage of household cleaning equipment, by repertoire of usage of household cleaning equipment, May 2011
                                                                                                                                                      • Appendix – Factors Influencing Product Choice

                                                                                                                                                          • Figure 103: Most popular factors influencing choice of cleaning cloths, by demographics, May 2011
                                                                                                                                                          • Figure 104: Next most popular factors influencing choice of cleaning cloths, by demographics, May 2011
                                                                                                                                                          • Figure 105: Other factors influencing choice of cleaning cloths, by demographics, May 2011
                                                                                                                                                          • Figure 106: Most popular factors influencing choice of scourers and sponge cleaners, by demographics, May 2011
                                                                                                                                                          • Figure 107: Next most popular factors influencing choice of scourers and sponge cleaners, by demographics, May 2011
                                                                                                                                                          • Figure 108: Other factors influencing choice of scourers and sponge cleaners, by demographics, May 2011
                                                                                                                                                      • Appendix – Consumer Buying Behaviour

                                                                                                                                                          • Figure 109: Most popular shopping behaviour for cleaning cloths, by demographics, May 2011
                                                                                                                                                          • Figure 110: Next most popular shopping behaviour for cleaning cloths, by demographics, May 2011
                                                                                                                                                          • Figure 111: Most popular shopping behaviour for scourers and sponge cleaners, by demographics, May 2011
                                                                                                                                                          • Figure 112: Next most popular shopping behaviour for scourers and sponge cleaners, by demographics, May 2011
                                                                                                                                                          • Figure 113: Most popular shopping behaviour for rubber gloves, by demographics, May 2011
                                                                                                                                                          • Figure 114: Next most popular shopping behaviour for rubber gloves, by demographics, May 2011
                                                                                                                                                      • Appendix – Attitudes and Cleaning Patterns

                                                                                                                                                          • Figure 115: Most popular agreement with statements on household cleaning, by demographics, May 2011
                                                                                                                                                          • Figure 116: Next most popular agreement with statements on household cleaning, by demographics, May 2011

                                                                                                                                                      Companies Covered

                                                                                                                                                      • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                      • Alliance Boots UK Retail
                                                                                                                                                      • Argos
                                                                                                                                                      • Armaly Brands
                                                                                                                                                      • Asda Group Ltd
                                                                                                                                                      • Bank of England
                                                                                                                                                      • Baumatic
                                                                                                                                                      • BM Polyco Ltd
                                                                                                                                                      • British Market Research Bureau (BMRB)
                                                                                                                                                      • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                      • Cath Kidston Group
                                                                                                                                                      • Charles Bentley & Son
                                                                                                                                                      • Church & Dwight UK Ltd
                                                                                                                                                      • Clas Ohlson UK
                                                                                                                                                      • Co-operative Group
                                                                                                                                                      • Council of Mortgage Lenders
                                                                                                                                                      • Dunelm (Soft Furnishings) Ltd
                                                                                                                                                      • Easy Do Products
                                                                                                                                                      • EGL Homecare
                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                      • Freeview
                                                                                                                                                      • Freudenberg & Co.
                                                                                                                                                      • Good Housekeeping
                                                                                                                                                      • Government Actuary's Department (GAD)
                                                                                                                                                      • Homebase Ltd
                                                                                                                                                      • J. Sainsbury
                                                                                                                                                      • Jarden Corporation
                                                                                                                                                      • JML Group
                                                                                                                                                      • John Lewis Partnership
                                                                                                                                                      • Kantar Media
                                                                                                                                                      • Lakeland Ltd
                                                                                                                                                      • Lidl (UK)
                                                                                                                                                      • Londis (Holdings) Ltd - retail sales
                                                                                                                                                      • Mapa Spontex UK
                                                                                                                                                      • Marks & Spencer
                                                                                                                                                      • Minky Homecare
                                                                                                                                                      • mmO2 plc
                                                                                                                                                      • Musgrave UK - consolidated sales
                                                                                                                                                      • Netto Foodstores Ltd
                                                                                                                                                      • Ocado Ltd
                                                                                                                                                      • Orange plc (UK)
                                                                                                                                                      • PitRok Ltd
                                                                                                                                                      • Poundland Ltd
                                                                                                                                                      • Reckitt Benckiser (UK)
                                                                                                                                                      • Robert Dyas Holdings
                                                                                                                                                      • Robert Scott
                                                                                                                                                      • SC Johnson UK
                                                                                                                                                      • Severn Delta
                                                                                                                                                      • SSL International Plc
                                                                                                                                                      • T-Mobile (UK) Ltd
                                                                                                                                                      • Tefal UK
                                                                                                                                                      • Tesco Plc
                                                                                                                                                      • Traidcraft PLC
                                                                                                                                                      • Virgin Media Ltd
                                                                                                                                                      • Virgin Mobile
                                                                                                                                                      • Vodafone Group Plc (UK)
                                                                                                                                                      • Waitrose
                                                                                                                                                      • Wilkinson Hardware Stores Ltd
                                                                                                                                                      • Wm Morrison Supermarkets
                                                                                                                                                      • Woolworths Group plc

                                                                                                                                                      Household Cleaning Equipment - UK - July 2011

                                                                                                                                                      £1,995.00 (Excl.Tax)